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Advanced Google AdWords (3rd Ed)(gnv64)

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Advanced Google AdWords (3rd Ed)
by Brad Geddes
Sybex | May 2014 | ISBN-10: 111881956X | PDF | 696 pages |
29.8 mb
http://www.amazon.com/Advanced-Google-AdWords-Brad-Geddes/dp/111881956X

The ultimate guide to
Google AdWords is fully updated for its third edition
This is the ultimate guide for those who want to quickly get
beyond AdWords basics to learn and apply the advanced techniques and tactics that are used by Fortune 500 companies. The
book provides insight into AdWords' functionality and advanced features, explaining how they work and providing tips,
tactics, and hands-on tutorials, which readers can immediately use on their own PPC campaigns.
The third edition
features more than 50 pages of new material and has been completely revised to cover all the changes to Google's system,
including changes to the campaign structure, bid modifiers, new quality score analysis techniques, and the latest ad
extension updates. Expert author Brad Geddes gives advanced insight, direction, and strategies for every aspect of using
AdWords to create and manage a successful pay-per-click marketing campaign, and also shows you the best tools and
techniques for keyword research, including negative keywords. In addition you'll:

-    Discover how to craft
winning ad copy, and explore advanced PPC campaign optimization techniques, including how to optimize for a good quality
score
-    Explore the intricacies of the Display Network and learn how to interpret reports
-    Learn how to
use the AdWords Editor to create thousands of keywords and ad copy configurations
-    Understand advanced bidding
strategies, and how to best organize and manage an AdWords account
-    Learn how to best test everything from
landing pages to ad copy

The book concludes with detailed chapters on understanding, interpreting, and acting
upon the detailed AdWords reports so you can confidently make decisions to positively impact your campaigns. Advanced
Google AdWords is detailed, in-depth, and full of insights, techniques, tips, tactics, and fascinating real-world case
studies, making it the ultimate step-by-step guide for developing advanced AdWords expertise.

About the
Author
AdWords expert Brad Geddes is an Internet marketing consultant and the first and only Advanced AdWords
Seminar leader that Google selected to conduct seminars for top businesses. He has advised companies such as Amazon, Red
Lobster, Encyclopedia Britannica, and other Fortune 500 companies. 

CONTENTS
Foreword xxxi
Introduction xxxiii
Chapter 1 Understanding Search Theory 1
Chapter 2 Performing Keyword Research 19
Chapter 3 Keyword Tools: Extracting Valuable Data from Google 59
Chapter 4 Writing Compelling Ads 93
Chapter
5 Creating Landing Pages That Convert Searchers into Buyers 139
Chapter 6 Learning Advanced Optimization Techniques
183
Chapter 7 Demystifying Quality Score 215
Chapter 8 Beyond Text: Employing Image, Video, and Mobile Ads
257
Chapter 9 Understanding the Display Network 279
Chapter 10 Utilizing Advanced Display Network Techniques
323
Chapter 11 Utilizing Advanced Geographic Targeting Techniques 363
Chapter 12 Saving Time and Scaling
Accounts with AdWords Editor 399
Chapter 13 Devising Profitable Bid Strategies 423
Chapter 14 Organizing
Accounts Successfully 489
Chapter 15 Implementing Testing Techniques That Will Increase Profits 519
Chapter 16
AdWords Reports: Extracting Actionable Information 563
Chapter 17 Step by Step: Creating and Monitoring Your
AdWords Account 589
Glossary 619
Index 627

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